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History of public relations






I. Read and translate the text.

Most textbooks consider the establishment of the Publicity Bureau in 1900 to be the founding of the public relations profession. However academics have found early forms of public influence and communications management in ancient civilizations, during the settling of the New World and during the movement to abolish slavery in England. Basil Clark is considered the founder of public relations in the United Kingdom for his establishment of Editorial Services in 1924, though academic Noel Turnball believes PR was founded in Britain first by evangelicals and Victorian reformers.

Propaganda was used by the United States, the United Kingdom, Germany and others to rally for domestic support and demonize enemies during the World Wars, which led to more sophisticated commercial publicity efforts as public relations talent entered the private sector. Most historians believe public relations became established first in the US by Edward Bernays, then spread internationally. Many American companies with PR departments spread the practice to Europe when they created European subsidiaries.

The second half of the 1900s is considered the professional development building era of public relations. Trade associations, PR news magazines, international PR agencies, and academic principles for the profession were established. According to historian Eric Goldman, by the 1940s public relations was being taught at universities and was a professional occupation relied on in a similar way as a lawyers and doctors.

Unit I Public Relations

 

However, it failed to obtain complete recognition as a profession.

During the 1990s specialities for communicating to certain audiences and within certain market segments emerged, such as investor relations or technology PR.

In the early 2000s, press release services began offering social media press releases. The Cluetrain Manifesto, which predicted the impact of social media in 1999, was controversial in its time, but by 2006, the effect of social media and new internet technologies became broadly accepted. The Manifesto established 95 theses about the way social media and internet technologies were going to change business. It concluded that markets had become " smarter and faster than most companies, " because stakeholders were getting information from each other.

The number of media outlets increased and PR talent from wartime propaganda entered the private sector. The practice of public relations became ubiquitous to reach political, activist and corporate objectives. The development of the press into a more real-time media also led to heightened scrutiny of public relations activities and those they represent. For example, Richard Nixon was criticized for " doubletalk" and " stonewalling" in his PR office's responses to the Watergate scandal.

New internet technology and social media websites effected PR strategies and tactics. Incorporating digital and social features became a norm among wire services, and companies started routinely making company announcements on their corporate blog.

(From Wikipedia, the free encyclopedia)

 






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